Trends Report

The Gen Y Design Guide

Crafting Experiences To Meet The Unique Needs Of Younger Consumers

December 3rd, 2007
BT
Bruce Temkin
With contributors:
Olga Melnikova , Ross Popoff-Walker , Steven Geller

Summary

Gen Y consumers are a unique breed. But what exactly makes them different from their elders? Our research unearthed nine attributes of Gen Yers' social, emotional, and mental makeup that shape their perception of interactions. To reach these young consumers, we've identified four design approaches: immediacy, Gen Y literacy, individualism, and social interactivity. To truly engage Gen Y, firms should create a Gen Y advisory board and apply Gen Y design approaches across touchpoints.

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